To boost its commerce ads and sell more of them, Twitter announced some big moves as part of today’s earnings . It’s acquired commerce ads tech firm TellApart, which was formerly a big Facebook ad partner. Twitter will also now allow its ads to be bought through DoubleClick’s bid manager to help advertisers centralize their buying. Interestingly, Twitter CEO Dick Costolo was an angel investor in TellApart . Costolo invested in TellApart’s $4.8 million Series A in 2010. Due to his financial interest in the deal, Costolo may have had to stay at ‘arm’s length’ to avoid unfairly influencing the deal. Other investors that brought TellApart to a total of $17.8 million in funding include SV Angel, Harrison Metal, and Greylock Partners. Along with social ads for ecommerce retailers, TellApart also offers a way to place ads in other companies’ emails to potential customers. Josh McFarland, co-founder and CEO of TellApart said “TellApart’s strengths in personalization, dynamic product ads, commerce data and with retail advertisers are strong complements to Twitter’s deep experience in mobile, understanding users and the app ecosystem.” TellApart hit a $100 million revenue run rate in 2013. But the company also bet big on Facebook’s FBX ad exchange, which the social network stopped focusing on last year.
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Twitter Improves Ads By Acquiring TellApart, Selling Them Through Google’s DoubleClick (Josh Constine/TechCrunch)